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An Introduction to Consumer Metamorphosis in the Digital Age Read chapter Read first chapter

2016 | OriginalPaper | Chapter

4. New Toy of Marketing Communication in Tourism: Gamification

Authors : Hakan Yılmaz, İnci Oya Coşkun

Published in: e-Consumers in the Era of New Tourism

Publisher: Springer Singapore

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Abstract

Digital technologies have become completely indispensable in our daily lives; therefore, there is an urge for demand on new technologies and services based on these technologies. The change in marketing trends is mainly affected by the traditional methods that are insufficient to attract and maintain consumer interest. The new marketing communications tools embrace new approaches based on nontraditional tools and the old ones are no longer considered as appropriate for the new consumers of this age. Gamification is a very new marketing communication strategy that aims to unite loyalty programs with the most recent innovations in game design. This chapter attempts to explore the use of gamification as a tool for marketing communication in tourism. We argue marketing communication efforts in tourism and give examples of this tool in tourism enterprises, after a clarification of what gamification is and is not.

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previous chapter Usage of E-Loyalty Programs in Hospitality Industry
next chapter The Symbolic Representation of Tourism Destinations: A Semiotic Analysis
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Metadata
Title
New Toy of Marketing Communication in Tourism: Gamification
Authors
Hakan Yılmaz
İnci Oya Coşkun
Copyright Year
2016
Publisher
Springer Singapore
Book
e-Consumers in the Era of New Tourism

Print ISBN: 978-981-10-0085-0

Electronic ISBN: 978-981-10-0087-4

Copyright Year: 2016

DOI
https://doi.org/10.1007/978-981-10-0087-4_4

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